ASK NOT WHAT YOUR CUSTOMER CAN DO FOR YOU®

Type 2 Consulting helps B2B companies understand the outcomes that matter most to their customers.

We supplement our clients’ technical and operational expertise with insight into the strategic and relational priorities of their customers. We use the metaphor of the microscope and the telescope to describe our approach to identifying how the unique capabilities of our clients can translate into distinctive value for their customers.

By deepening their understanding of where, when and how they add value, we enable our clients to evolve into true business partners to their customers.

Consulting

We specialize in working with B2B companies on three things – Implementing an outcomes-based approach to business strategy; Planning and managing successful acquisitions; and Establishing strategic performance scorecards that measure what really matters.

Speaking

We deliver thought-provoking seminars on how to achieve a sustainable balance between customer value creation (the priority of Marketing) and value capture for the business (the priority of Finance) in both the short term and long term.

Recent speaking engagements include MBA/EMBA classes at Columbia, NYU Stern and Thunderbird, plus events organized by the Conference Board, the Leaders’ Council and other industry associations.

Why Brand Trumps Reputation

T2 Research on Customer Outcomes

A key focus of our research is the degree to which B2B companies have shifted their focus from selling solutions to delivering customer outcomes. We track the progress of B2B companies in implementing the necessary changes across five key business areas.

Our latest survey in collaboration with the Thunderbird School of Global Management reveals a lot more talk than walk currently. A summary report of the findings can be viewed here.